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Guest: Peter Cohan, Author of Doing Discovery --

Most sales teams think they’re great at discovery. The reality? About 80% are getting it wrong—and it’s the single biggest reason why deals stall, go to a competitor, or die with “no decision.”

Peter Cohan, author of Doing Discovery, breaks down why traditional discovery methods are failing and what SaaS sales teams must do differently to uncover real customer value, build compelling business cases, and stop losing winnable deals.

The biggest mistake sellers make? Rushing to the demo before fully quantifying business pain. If you can’t pin down the numbers behind a buyer’s problem and desired outcome, you’re making it nearly impossible for them to justify the purchase—let alone get buy-in from their team.

Peter shares practical strategies to flip the script on outdated discovery calls, avoid the “interrogation” trap, and use discovery to drive urgency, not just collect pain points.

Key Takeaways:

✅ Uncover the Value Gap: The secret to avoiding “no decision” isn’t just probing for pain—it’s quantifying the gap between today’s reality and the desired future state.

✅ Vision Reengineering: Most buyers don’t know what they don’t know. Learn how to introduce new ideas without losing control of the deal or giving away discounts.

✅ Turn Discovery Into a Two-Way Conversation: Stop making prospects feel like they’re on trial—use quid pro quo techniques to make discovery a collaborative process.

Get ready to rethink how you approach discovery—or risk losing more deals than you should.

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#472 - Frank Renfro & Kambiz Kamdar, Co-founders of Pali Builds